We’ve spent considerable time in this space encouraging, cajoling, and nearly begging radio broadcasting’s CEOs to rethink their historic avoidance of teens. Our call for a Teen Task Force encouraged many of you to positively respond, whether in the blog or more privately to us here at Jacobs Media. (OK, Jeff Schmidt posted a snarky cartoon on his blog, Precipice, but that’s why we love his always-cynical POV.)
Aside from being the future of our business, going after teens is just plain dollar smart. Consider some newly released data that indicate that Gen Y consumers – those born between 1982-2000 – are moving into the spending driver’s seat. According to online marketer Kelly Mooney, the National Retail Federation is about to release research findings that show that 13-21 year-olds influence 81% of their family’s apparel spending, and more than half of car choices.
At the 82 million mark, these Gen Y’s now outnumber Boomers. More importantly, they have more money to spend than Boomers did when they were teens. Think about teenagers in your household or nieces, nephews, and grandchildren in your family sphere. The odds are good they’re more consumer-focused than we ever were. They surf online for what’s new and what’s a good deal. They know the inside of the mall better than you did, and they are very savvy about fashion, accessories, electronics, and entertainment. All this in spite of the fact that many of them aren’t old enough to drive.
But they drive trends. Remember the first time you saw someone IMing? It was probably a 14-year-old. Same with text messaging and iPods. And you probably first became aware of MySpace from a teen. The next thing you know, Rupert Murdoch is buying it for gazillions of dollars.
The fact is that teens today are different creatures than the kids down the block you grew up and went to school with. They are bona fide consumers, they are trend-setters, and they are leaving radio in droves. This "stay the course" mentality isn’t working today, and will clearly usher in a future disaster.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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I first heard of Napster from a teen and I was flabbergasted that he would let other people access his hard drives. I took me months to get over that, and then I was addicted.
But not anymore, because it’s highly illegal. And immoral.